Health care service decision influences: an exploratory investigation of search and nonsearch criteria for professionals and patients.

Despite numerous studies examining buying behavior, research on types of evaluative criteria for vendor selection involving consumers and health care professionals (functioning as market "intermediaries") has been lacking. Building on previous conceptualizations reported in marketing and health care literature, the author examines the relative influence of search and nonsearch evaluative criteria in the decision making of both patients and hospital-based health care providers. Decisions involving post-acute service vendors are analyzed to determine the relative impact of each attribute set in the selection of respiratory therapy services by patients and health care professionals. Data are presented that point to significant differences in decision-making styles between patients and health professionals, as well as among health care providers in different organizational, institutional, and professional roles. Key marketing implications are discussed.